Hawke's Bay's Sileni Estates has launched a new logo and package design as well as a revitalisation of the labelling.

"The new packaging rejuvenates the look of the Sileni range while ensuring that our packaging is still clearly recognisable to our customers," Sileni Estates CEO and president Sir Graeme Avery said.

"We wanted to create a package that communicates how we think our wines are best enjoyed -- with great food and good company."

The company worked with London-based award-winning design house BD Creative in producing the new imagery.


The new look focuses on the winery's Cellar Selection range, the Estate Selection and Sparkling. The changes to the Cellar Selection range include a larger, cream-coloured label, improved print finishes and a branded silver capsule.

The Sileni logo is more prominent and has been refined to strengthen recognition.

"Our Cellar Selection range is created for everyday enjoyment and is available in all our markets around the world," Sir Graeme said.

"As a result it was important that we evolved the design, the changes are subtle but effective, resulting in a package which is more visible and durable," he said.

The reserve tier Estate Selection range has been changed through the introduction of a cool grey and silver label, premium printed StelvinLux capsule and improved paper stock and print finishes.

The sparkling range now incorporates more traditional designs with black, gold and metallic hues.

There is also a textured varnish depicting sparkling bubbles.

Abigail Barlow, a director of BD Creative, said they were conscious they were working with a well-established Hawke's Bay and New Zealand brand and aimed to create imagery which appeared stronger and "more cohesive as a family".

Sileni Estates has enjoyed a spectacular rise since the first vintage of 1998 which consisted of 2000 cases of wine.

Today the winery turns out about 750,000 cases.

The new packaging was rolled out this week.